Social Media Trends 2025: What to Back, What to Avoid, and How to Stay Ahead
Staying on top of social media trends is no longer optional for brands; it’s essential. Platforms evolve rapidly, algorithms start to shift, and behaviours of audiences can change overnight. To remain relevant and competitive online, brands must adapt their strategies in real time to trends that are worth adapting to.
The tricky part is knowing which trends are worth investing in and which will vanish as quickly as they appeared. That’s where agencies like Disrupt play a vital role. With expertise in social media marketing, we offer clarity, direction and expert insight to help brands focus on what drives long-term impact.
1. Smarter Social Listening for Strategy
Social media is now the world’s largest focus group, and brands should be using it as such. From real-time reactions on X or Threads to quick or in-depth reviews on TikTok and YouTube, audiences are sharing what they value, reject, and expect from brands.
This allows marketers to go beyond engagement metrics and dive into behavioural insight. Users are shaping trends before they go mainstream, and brands using social listening tools can pick up on these early. Instead of monitoring brand mentions, a smarter social media strategy is to track sentiment, content preferences and any cultural moments.
2. Influencer Partnerships, Not Placements
Of course, we were going to mention influencers, how could we not? But the fact is, In 2025, influencer marketing isn’t a side tactic, it’s central to how consumers engage with brands. People trust people more than brand ads, and they’re paying close attention to who is promoting what, and why.
At a time when consumers are only ever one click away from becoming a customer, brands need to be present across every touchpoint, and creators are increasingly the ones guiding that journey. From awareness to conversion, influencers are no longer just ambassadors for a product, they’re embedded at every touchpoint. Whether it’s unboxing on TikTok, offering advice in a YouTube Q&A, or creating content that sparks discovery through social search, creators are how audiences connect, relate, and decide.
That’s why genuine influence matters. Influencer marketing today is about transparency, consistency, and long-term alignment. Audiences follow creators who feel authentic, whose recommendations come from lived experience, not just paid partnerships. Brands that win are those who build relationships with influencers that reflect their values, voice and customer mindset.
Explore how Disrupt builds these partnerships with purpose.
3. AI-Powered Content Gets Personal
Personalisation isn’t a luxury on social media anymore. Today’s users are acutely aware of when content is tailored to them and when it isn’t. From algorithm-driven feeds to targeted ads, they expect every scroll to feel like it was curated with them in mind.
That expectation is being shaped in part by AI. Beyond curating content recommendations, social media-powered AI is influencing everything from tone of voice to product discovery journeys. Whether it’s adjusting messaging styles based on user behaviour or powering real-time shopping support via chat, AI is becoming an invisible infrastructure for how brands build relevance at scale.
But what’s even more telling is how users are interacting with AI itself; engaging with virtual influencers, co-creating content, and even seeking emotional support from AI-generated personas (seriously). Read more on this in our blog: Are AI Influencers the Real Deal?
AI is reshaping what “authenticity” means in an age of machine learning. For brands, the challenge isn’t whether to use AI, it’s how to use it in a way that feels human and meaningful. That’s where strategic thinking comes in.
4. Social Commerce Becomes Seamless
People online are embracing a new way to shop, research, and checkout without ever leaving their favourite app. From TikTok Shop to Instagram’s in-app checkout, users now expect an uninterrupted path from scrolling to buying, and brands need to meet them there.
43% of Gen Z audiences are already starting their product searches on TikTok, showing just how central social platforms have become in the buying journey. And with 91% of consumers making purchases on their smartphones, a mobile-optimised social commerce strategy is essential.
Brands and consumers are engaging directly in comments, asking questions in stories, and expecting real-time responses. Social commerce isn’t just a trend, it’s reshaping user behaviour and compressing the path to purchase. We’ve broken down the ins and outs of social media shopping here: The State of Play in Social Commerce.
5. Short-Form Remains King, But Long-Form is making a comeback
Short-form content still dominates day-to-day engagement on social and it’s not hard to see why. Users scroll for quick answers, fast inspiration, and bite-sized value. From recipes in 15 seconds to punchy product demos, short-form is optimised for modern consumption habits. With much of this content viewed passively and often on mute, strong captions, compelling visuals, and immediate hooks are more critical than ever.
But here’s what’s changing: long-form content is staging a powerful return. Audiences, particularly Gen Z, are seeking more context, more depth, and more storytelling. 53% are now using social media to watch news, tutorials and even movies and platforms are responding. TikTok now allows videos up to 10 minutes, YouTube Shorts sit alongside hour-long deep dives, and even Reels are pushing longer narratives.
This shift isn’t accidental. Viewers watched over 400 million hours of podcasts per month on YouTube’s TV app, while more than 250 million Spotify users streamed video podcasts in just five months. Long-form isn’t replacing short-form; it’s complementing it. For brands, it means going beyond attention-grabbing and leaning into value-driven content that nurtures interest over time.
The opportunity? Use short-form to spark awareness, and long-form to build trust, drive conversions, and deepen influence. It’s not one or the other. The most effective strategies integrate both, powered by content creators who know how to hold attention across every format.
6. Communities Over Followers
A high follower count might look impressive, but it’s communities that drive real impact. Users today are actively seeking deeper interaction by joining private groups, engaging in creator-led spaces, and contributing to comment threads. Social platforms are no longer just for watching; they’re where people build connections, ask questions, and share ideas.
This shift is reflected in audience expectations. 78% of consumers want brands to help them connect with others on social, and over 40% say they’re more loyal to brands that foster active communities. For marketers, that means going beyond passive reach and building spaces where authentic participation can happen, whether through live streams, content co-creation, or social-first conversations. The brands that prioritise community are the ones building long-term loyalty, not just visibility.
7. Live Streaming and Real-Time Engagement
Live streaming has become a cornerstone of digital engagement, offering brands and creators a platform for unscripted, real-time interactions. Platforms like Twitch and TikTok Live have seen a surge in popularity, with 27% of internet users watching live streaming content weekly. This trend reflects a growing appetite for authentic, immediate content that allows audiences to participate actively, asking questions, influencing discussions, and fostering a sense of community.
For brands, leveraging live streaming can lead to deeper connections and immediate actions. Notably, live streams generate 10% more engagement than pre-recorded videos. This heightened engagement translates into tangible results; for instance, the brand Perfect Ted experienced a significant boost in sales following a TikTok Live session that attracted nearly 200,000 viewers, 120,000 of whom were new to the brand. Embracing live streaming enables brands to build genuine communities and drive real-time conversions.
Want to see how this plays out in action? Explore our Social Media Marketing and Paid Social services.
The Rise and Fall of Short-Lived Social Media Trends
The fast pace of digital culture means social media trends can explode overnight and disappear just as quickly. While some trends offer reactive, attention-grabbing opportunities, many short-lived social media trends lack staying power and deliver little long-term value.
Short-lived social media trends often dominate platforms for a brief moment, but their popularity can fade just as quickly. These social media fads typically gain traction through novelty rather than meaningful connection, and once they become overused, engagement drops sharply.
Brands that jump in without a clear strategy or alignment to their identity often see limited return. In some cases, the result is even negative feedback from audiences who see the content as inauthentic or late to the trend. Without real relevance or timing, short-lived trends can quickly turn from opportunity to liability.
That said, when done right, tapping into these trends can work in a brand’s favour. Currys is a standout example; successfully jumping on viral trends quickly and repeatedly, creating a recognisable and agile content style. Their use of Gen Z slang with older staff created content that felt fresh, self-aware, and culturally relevant.
As with any brand success with social media trends, this sparked a lot of copycat attempts from other brands, many of which felt forced and ultimately ‘killed’ the trend. Not every social media trend is right for every brand – timing, tone and brand fit have to be considered before jumping on a viral trend. If you can do it right, do it. If you’ve missed the mark, be patient.
That’s where agencies like Disrupt add real value. We help brands understand the difference between short-lived social media trends and those with genuine strategic potential. By combining cultural insight with data-driven analysis, we guide clients to invest in trends that build brand relevance, not just rack up views.
How to Identify Long-Term Trends vs. Fads
The difference between a passing fad and a long-term social media trend can have a major impact on brand strategy and ultimately, business results. Fads may generate short bursts of attention, but long-term social media trends create sustained opportunities to connect, engage, and grow.
So, how can you tell them apart?
Long-term trends typically show consistent growth over time. They gain traction across multiple industries, evolve beyond their original format, and start to shape how people behave online, not just what they consume.
Social commerce, for example, wasn’t just a moment, it shifted how users interact with platforms and brands. Similarly, static carousel content on TikTok evolved from a clever feature into a core creative tool, now widely adopted by creators and brands alike. These changes reflect deeper behavioural shifts, not just surface-level novelty.
Tracking audience behaviour is key. Look for recurring content formats, shifting engagement patterns, and signals of genuine cultural relevance. Tools like social listening, keyword trend mapping, and sentiment analysis can help uncover patterns that indicate a trend has staying power.
While there’s no foolproof formula, understanding these signals and weighing them against your brand’s voice and audience needs can help you make informed decisions. Chasing every viral moment is a risk. Knowing your audience and spotting the right wave early is where the real opportunity lies.
Staying ahead of the curve
Social media trends will continue to evolve fast. For brands, the challenge isn’t just keeping up, it’s knowing where to focus. Following every new format or viral moment can drain resources and dilute your message. But identifying long-term social media trends and building strategies around them creates real, tangible impact.
From smarter social listening to the rise of AI-driven content, today’s most powerful trends reflect deeper changes in how audiences behave, connect, and buy. Understanding these shifts and separating them from short-lived fads is what allows brands to stay relevant and grow with confidence on social media.
The key is to stay adaptable, data-informed, and audience-first. That’s where strategic partners like Disrupt can make the difference, helping brands move with the right trends at the right time, for the right reasons. Want to ensure your brand stays ahead of the social curve? Get in touch to find out how we can help you improve your social media in 2025.
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